Frozen food brand Aunt Bessie’s is ploughing £5m into its range of products this autumn, as it seeks to capitalise on the resurgence of the frozen foods category.
Activity will start with the relaunch of Aunt Bessie’s Yorkshire Puddings range, which will be backed by an ad campaign due to air this week. The Yorkshire Pudding range is being segmented in order to target specific occasions. The original size pudding is aimed at families serving traditional roasts; new large, light and crispy variants are targeted at midweek eating; extra large sizes are positioned as a base for winter meals.
A television ad, created by Euro RSCG London, features a family serving a “hassle-free” Sunday lunch with Aunt Bessie’s Yorkshire Puddings as the centrepiece. The ad will run for eight weeks and be supported by a print ads in women’s weeklies and national newspapers.
Aunt Bessie’s says it is experiencing increased interest in the frozen category as consumers look for ways to reduce their shopping bill.
Sales of Auntie Bessies’ frozen mashed potato have rocketed since it featured on Delia Smith’s How to Cheat at Cooking TV series.